Find out all about the launch of Nala, an Australian-based intimates brand that makes fashionable, comfortable and inclusive pieces using planet-saving fabrics (plus its affordable!).
When Australian couple Chloe and Phil de Winter moved to Brooklyn in New York in 2017, it was an awakening. Exposed to a diverse new world of fashion, they experienced a liberating feeling of self-expression and a scene that was more rebellious that what they had experienced in Australia.
In 2020, the pandemic propelled Chloe and Phil’s decision to quit their jobs and return home to Australia to focus on their passion project, Nala. The couple were uninspired by the few sustainable intimates options available in Australia and realised this was their opportunity to disrupt the market and do something different in the intimates market.
Nala has been designed tp change the underwear game featuring bold colours, sheer styles, vibrancy and a little spice to the industry. “We’re not the earthy, dull, natural vibe associated with sustainable clothing”, Chloe explains. “Just because our brand is sustainable, doesn’t mean the range has to look it”. Rather than throwing the term around for the sake of ticking a box, the brand was built from the ground up with sustainability in mind.
Two planet-saving fabrics are used in the construction of Nala’s pieces. Their Bio Butter range is designed with a bio-based fabric made from corn starch, the first underwear brand in Australia using this ground-breaking fabric and recycled mesh off-cuts that otherwise would have been destined for landfill. What makes this unique is that both fabrics are soft like butter. All fabrics meet stringent ethical standards, and all products are shipped in minimalist recycled packaging.
In addition to sustainability goals, Nala focuses on sizing diversity, offering sizes from XXS to 5XL for underwear and A to G cups for bras and bralettes. Those with larger busts can say goodbye daggy prints, neutral colours, and bras that just don’t quite fit. Their Support Wirefree Bralette has made the impossible possible, by going wirefree all the way up to a G cup. Truly gravity defying!
Hundreds of hours of research have also gone into developing gender-inclusive styles like their Everybody Scoop Crop and Everybody Tuck Brief. These products are suitable to anybody looking to serve a femme look, including cis women, trans women, non-binary, queer and gender diverse folx. The team consulted with numerous trans women to develop the launch collection, gaining invaluable insights to overcome the fit challenges involved with different bodies and different anatomy.
The team at Nala know there is still much to learn about developing gender neutral clothing but will continue to partner with the community to understand their challenges and expand the offering.
The team has also solved one of the biggest dilemmas with buying underwear online. “Buying bras online can be extremely challenging”, admits Chloe. In response, the team developed a first of its kind online fit guide in collaboration with one of Australia’s leading photographers Liane Hurvitz. Shoppers will be directed to a gallery of 30 naked chests and breasts of real people who all volunteered to be part of the campaign. They can scroll through, select a chest that best represents them and click through to see that chest in two of Nala’s products. No CGI, no photoshop.
“I’m honestly surprised no brand has done this before, I guess they’ve just been too scared to show naked chests & breasts, but the world has moved on and it’s time to celebrate the human body in all its glory”, says Chloe. “We’ve included a very diverse representation of chests, including colour, size, shape, gender, and those who have undergone various breast surgeries, including a mastectomy.”
Not only will customers find comfortable, affordable underwear of exceptional quality, but they’ll also be giving back with each purchase. 1% of all sales will be donated to a charity of their choice, selected post checkout. Nala is supporting three worthy Australian charities, The Equality Project, Stars Foundation, and the Butterfly Foundation.
To shop the full Nala range visit here.